Human-Centered Design is (unfortunately) a consulting buzz word these days. How do you all feel about this? Is your firm doing right by HCD, or is just another thing in a big bag if things they use to bill hours?

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When used appropriately I think it’s a great descriptive term. Unfortunately, like “MVP” and “agile” it’s misapplied more often than not.

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What would you like to call things we design for our clients’ customers?

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Good design is more than just a nice app. Companies need to rethink their operating model and how they serve their customers across channels end to end. That’s where the struggle is with clients. We design great experiences but to realize those experiences, our clients also need to change their culture and make big bets across the entire business. Then only they will achieve true hcd

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I think it’s a great way to help clients reimagine their work. I’ve used it to help audit engagements brainstorm and build roadmaps for tech enabling/automating the way they work

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Personally spend a lot of time articulating why HCD is important and different...feels like a losing battle

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We need a way to distinguish a different method than designing solutions based on how the business is currently structured or operates. HCD is just one name for designing with the end user in mind first. What would you call it?

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Agree with OP. HCD is glorified Omni-persona Intuitive Design.

If you're talking about a single project or deliverable then yes. It's buzz if the culture of the client or company isn't intrinsically human centric.

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